The Hare Krishna movement in Britain has won what it describes as a “landmark” legal victory for Hindus after one of the country’s biggest department store groups had suggested its devotees were brainwashed members of a “dangerous and loony religious sect”.
The International Society for Krishna Consciousness (Iskcon) took The House of Fraser, which has large department stores in London, Birmingham, Glasgow and other big cities, to court after the company had run an advertisement campaign making fun of the way in which Hare Krishna followers were dressed.
The ad featured a photograph of a number of devotees, with a thought balloon containing the following words: “Linea Directions: wear it and pity those who can’t, exclusive to House of Fraser. If I wasn’t a chanting, cymbal banging easily led nutcase who’d been brain washed by some loony religious sect I could be wearing Linea Directions extra fine marino sweater and linen jeans.”
When The House of Fraser refused to apologise, insisting that the ad was intended at poking gentle fun, Iskcon, which is based at Bhaktivedanta Manor in Watford, Hertfordshire — this was the property donated to the movement by the late Beatle George Harrison — took the company to the high court in London.
In an out of court settlement, The House of Fraser has now been forced to make a humiliating climbdown and pay £17,500 in compensation. It has also been ordered to pay personal damages of £7,500 to Dhananjaya Das, a former Scotsman- turned-Hindu, who is linked with the thought balloon.
Since The House of Fraser has also been ordered to pay for legal costs, the total cost of the House of Fraser will probably come to £200,000. The offending ad appeared not only in two publications but also featured in 10-feet-by-10-feet billboards displayed in 20 stores.
That Iskcon was willing to pursue a legal action shows that Hindus are no longer willing to be submissive, as they have been in the past, according to the movement’s UK spokesman, Bimal Krishna Das.
“This is the first time the British Hindu community have a won a legal case against ridicule,” Jitesh Thakrar, Iskcon’s solicitor, pointed out.
Shivarama Swami, the head of the Hare Krishna movement in the UK, said: “This will set a standard for the future and be a warning to other companies not to use someone’s religious faith as a nasty and spiteful advertising campaign.”
Iskcon had received backing from pop singer Boy George, who had used Hare Krishna devotees and backdrop in his song, From Bombay to Bangalore.
He said: “On behalf of my Hindu chums, I must take great umbrage with The House of Fraser who have insulted the Hare Krishna movement in their latest attempt to sell their Linea knitwear brand. Imagine the uproar if they insulted Muslims or Christians. Excuse me but what is fashion all about if not some cynical attempt to brainwash fools to part with their hard earned cash for the promise of fitting in or being more cool?”
The ad was pulled after a ruling
from the Advertising Standards Authority. And this Friday, the agreed apology
will be read out in open court by counsel representing Iskcon.